Courtesy chevy lead management process v8d

April 7, 2023 Copyright © 2010 Ralph Paglia – All Rights Reserved

Lead Management Process


Courtesy Chevrolet URL’s

• HouseOfCourtesy.com

• CourtesyChev.com

• Cheap-Chevy.com

• Chevrolet-Car.com

• Chevrolet-GM.com

• Chevrolet-New.com

• Chevrolet-USA.com

• Chevrolet-Used.com

• Chevy-Deals.com

• Chevy-AZ.com

• ChevyAZ.com

• Drive-Chevy.com

• Latino-Chevy.com

• LatinoChevy.com

• My-Chevrolet.com

• My-Chevy.com

• ChevyPriceQuote.com

• Chevy-Price-Quote.com

• GM-Certified-Used.com


"I have no data yet. It is a capital "I have no data yet. It is a capital mistake to theorize before one has mistake to theorize before one has data. Insensibly one begins to twist data. Insensibly one begins to twist facts to suit theories instead of facts to suit theories instead of theories to suit facts."theories to suit facts."

Sir Arthur Conan Doyle (1859-1930), Sherlock HolmesSir Arthur Conan Doyle (1859-1930), Sherlock Holmes

Experiential InsightExperiential Insight

Prepared by: Ralph PagliaPrepared by: Ralph [email protected] [email protected]

505-301-6369505-301-6369


Courtesy has an Internet Department… Courtesy has an Internet Department… Does it have Integrated Marketing?Does it have Integrated Marketing?

“Consumers are flocking to the Internet to initiate car buying, with 27% requesting a price quote from a dealer online. But the flood of 1.8 million leads monthly results in just a trickle of 165,000 sales, and an appalling lack of control means that this potentially profitable channel instead costs OEMs and dealers hundreds of dollars per vehicle it sells. Automakers and dealers must tighten lead management processes and merge online leads into their overall marketing strategies to boost sales and drive down costs.”

- Mark Dixon Bünger; Forrester Research, 6/14/2005

“Consumers are flocking to the Internet to initiate car buying, with 27% requesting a price quote from a dealer online. But the flood of 1.8 million leads monthly results in just a trickle of 165,000 sales, and an appalling lack of control means that this potentially profitable channel instead costs OEMs and dealers hundreds of dollars per vehicle it sells. Automakers and dealers must tighten lead management processes and merge online leads into their overall marketing strategies to boost sales and drive down costs.”

- Mark Dixon Bünger; Forrester Research, 6/14/2005


Number of leads received and vehicles sold each month¹

¹Source: Nielsen, Wards’s Dealer Business, Automotive News and Forrester Research

9.2%9.2%Avg. Close RatioAvg. Close Ratio

9.2%9.2%Avg. Close RatioAvg. Close Ratio

3.5%3.5%UV/Lead RatioUV/Lead Ratio

3.5%3.5%UV/Lead RatioUV/Lead Ratio

57%57%Response RateResponse Rate

57%57%Response RateResponse Rate


• Consumers get bad or no response from dealers. Dealers simply drop as much as 50% of leads — they never respond to them at all. And even when they do, it’s frequently several days after the lead was submitted — average lead response time is still more than 48 hours for most OEMs we interviewed.¹

OEM Quote: “Of our dealers, I’d say 10% really ‘get it,’ and about 30% are kind of trying. But 60% don’t even know where to begin — and don’t care.”

• Consumers get bad or no response from dealers. Dealers simply drop as much as 50% of leads — they never respond to them at all. And even when they do, it’s frequently several days after the lead was submitted — average lead response time is still more than 48 hours for most OEMs we interviewed.¹

OEM Quote: “Of our dealers, I’d say 10% really ‘get it,’ and about 30% are kind of trying. But 60% don’t even know where to begin — and don’t care.”

Courtesy has an Internet Department…Courtesy has an Internet Department…Does it use proven and effectiveDoes it use proven and effective

Lead Management Process?Lead Management Process?

¹Mark Dixon Bünger; Forrester Research, 6/14/2004


Attributes of Dealer Responses to Sales Leads and their Correlation, or Impact on

Customer Satisfaction and Sales Closing Ratios

Attributes of Dealer Responses to Sales Leads and their Correlation, or Impact on

Customer Satisfaction and Sales Closing Ratios

Prepared by: Ralph PagliaPrepared by: Ralph [email protected]

505-301-6369505-301-6369

mailto:[email protected]


Response Time & ContentResponse Time & Content

How do we measure the actual impact of “What” dealers do when they receive a lead?

How much are results effected by “When” they do it? How do we measure the impact of timing on

Lead Management Process?

Two critical control factors measured during multiple RCS programs:

1. Timing correlation with Sales

2. Dealer Response Attributes

How do we measure the actual impact of “What” dealers do when they receive a lead?

How much are results effected by “When” they do it? How do we measure the impact of timing on

Lead Management Process?

Two critical control factors measured during multiple RCS programs:

1. Timing correlation with Sales

2. Dealer Response Attributes


A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

Q: Why the variations?Q: Why the variations?Q: Why the variations?Q: Why the variations?

Learn Why: www.AutomotiveDigitalMarketing.com

Learn Why: www.AutomotiveDigitalMarketing.com


Dealer Response Attribute Experienced by Customer within 24 hours* of Submitting Lead

Completely or Completely or Very Satisfied Very Satisfied who DID NOT who DID NOT

experience experience the attributethe attribute

Completely or Completely or Very Satisfied Very Satisfied

who DID who DID Experience the Experience the

attributeattribute

GAPGAP

Statistical Statistical Correlation Correlation Factor of Factor of

attribute with attribute with Customer Customer

SatisfactionSatisfaction

% of ALL % of ALL Respondents Respondents

who who DID DID ExperienceExperience the attributethe attribute

Dealer made Direct Phone Contact Dealer made Direct Phone Contact with Customer after sending Emailwith Customer after sending Email 58%58% 84%84% 26%26% 2929 59%59%

Dealer Acknowledged Customer Dealer Acknowledged Customer RequestRequest 51%51% 75%75% 24%24% 1212 94%94%

Dealer Showed Genuine Interest Dealer Showed Genuine Interest in Customer’s Wants & Needsin Customer’s Wants & Needs 13%13% 82%82% 69%69% 5353 87%87%Dealer Responded using Customer’s Dealer Responded using Customer’s Preferred Communication MethodPreferred Communication Method 39%39% 76%76% 37%37% 2121 93%93%Customer Received Price Quotes Customer Received Price Quotes from Dealerfrom Dealer 60%60% 90%90% 30%30% 3434 44%44%Customer Contacted more than once Customer Contacted more than once by Email and Telephoneby Email and Telephone 61%61% 85%85% 24%24% 2727 49%49%

Dealer Confirmed Availability of Dealer Confirmed Availability of Vehicle(s) for Sale and DeliveryVehicle(s) for Sale and Delivery 55%55% 89%89% 34%34% 3838 52%52%

*Survey Respondents received Emailed Survey invitations that were sent 24 hours after they had submitted an inquiry (Lead)… 77,000 Surveys Received during Q1, 2003

Impact of Dealer Response Attributes on Impact of Dealer Response Attributes on Customer SatisfactionCustomer Satisfaction::


Impact of Dealer Response Attributes on Impact of Dealer Response Attributes on Vehicle PurchaseVehicle Purchase::

Dealer Response Attribute Experienced by Customer within 24 hours* of Submitting Lead

Purchase Purchase Respondents* Respondents* who who DID NOTDID NOT


% of Purchase* % of Purchase* among the among the

Respondents Respondents who who DID DID

ExperienceExperience the the attributeattribute

GAPGAP

Statistical Statistical Correlation Correlation Factor of Factor of response response

attribute with attribute with Vehicle Vehicle

PurchasePurchase



Dealer made Direct Phone Contact Dealer made Direct Phone Contact with Customer after sending Emailwith Customer after sending Email 17%17% 27%27% 9%9% 1111 59%59%

Dealer Acknowledged Customer RequestDealer Acknowledged Customer Request 21%21% 23%23% 2%2% 11 94%94%Dealer Showed Genuine Interest in Dealer Showed Genuine Interest in Customer’s Wants & NeedsCustomer’s Wants & Needs 21%21% 23%23% 2%2% 22 87%87%Dealer Responded using Customer’s Dealer Responded using Customer’s Preferred Communication MethodPreferred Communication Method 21%21% 23%23% 2%2% 11 93%93%Customer Received Price Quotes Customer Received Price Quotes from Dealerfrom Dealer 20%20% 27%27% 8%8% 99 44%44%

Customer Contacted more than Customer Contacted more than once by Email and Telephoneonce by Email and Telephone 21%21% 25%25% 4%4% 55 49%49%

Dealer Confirmed Availability of Dealer Confirmed Availability of Vehicle(s) for Sales and DeliveryVehicle(s) for Sales and Delivery 22%22% 24%24% 3%3% 33 52%52%

*Survey Respondents who Purchased a Vehicle were identified via RDR data cross reference and match, Surveys sent 24 hours after lead submitted, sales tracked 90 days


Impact of Lead Response Attributes on Impact of Lead Response Attributes on Vehicle PurchaseVehicle Purchase::

Dealer Response Attribute Experienced by Customer within 24 hours* of Submitting LeadLearn why: www.AutomotiveDigitalMarketing.com

Purchase Purchase Respondents* Respondents* who who DID NOTDID NOT


% of % of Purchase* Purchase* among the among the

Respondents Respondents who who DID DID

ExperienceExperience the attributethe attribute

GAPGAP

Statistical Statistical Correlation Correlation Factor of Factor of response response

attribute with attribute with Vehicle Vehicle

PurchasePurchase



Dealer made Direct Phone Contact with Dealer made Direct Phone Contact with Customer after sending EmailCustomer after sending Email 17%17% 27%27% 9%9% 1111 59%59%

Dealer Acknowledged Customer RequestDealer Acknowledged Customer Request 21%21% 23%23% 2%2% 11 94%94%Dealer Showed Genuine Interest in Dealer Showed Genuine Interest in Customer’s Wants & NeedsCustomer’s Wants & Needs 21%21% 23%23% 2%2% 22 87%87%Dealer Responded using Customer’s Dealer Responded using Customer’s Preferred Communication MethodPreferred Communication Method 21%21% 23%23% 2%2% 11 93%93%Customer Received Price Quotes Customer Received Price Quotes from Dealerfrom Dealer 20%20% 27%27% 8%8% 99 44%44%

Customer Contacted more than Customer Contacted more than once by Email and Telephoneonce by Email and Telephone 21%21% 25%25% 4%4% 55 49%49%

Dealer Confirmed Availability of Dealer Confirmed Availability of Vehicle(s) for Sales and DeliveryVehicle(s) for Sales and Delivery 22%22% 24%24% 3%3% 33 52%52%

*Survey Respondents who Purchased a Vehicle were identified via RDR data cross reference and match, Surveys sent 24 hours after lead submitted, sales tracked 90 days


Top 4 Ways to

Close More

Sales to Leads

Received

Dealer Response Attribute Experienced by Customer within 24 hours of Submitting a Web based Inquiry (Lead)

Purchase Purchase RespondenResponden

ts* who ts* who DID NOTDID NOT

experience experience the the

attributeattribute

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperience the attributethe attribute

Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute

with with Vehicle Vehicle

PurchasePurchase

#1#1 Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices) 17%17% 27%27% 1111

#2#2 Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer 20%20% 27%27% 99

#3#3 Contact Customer more than once by Contact Customer more than once by Email Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours) 21%21% 25%25% 55

#4#4 Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response 21%21% 24%24% 33

*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data

RCS Marketing research (Q1, 2003) confirms the Best Practices RCS Marketing research (Q1, 2003) confirms the Best Practices collected during “Best In Class” Dealer Benchmark studies.collected during “Best In Class” Dealer Benchmark studies.

How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads… Without relying on opinion or seat of the pants management!Without relying on opinion or seat of the pants management!

RCS Marketing research (Q1, 2003) confirms the Best Practices RCS Marketing research (Q1, 2003) confirms the Best Practices collected during “Best In Class” Dealer Benchmark studies.collected during “Best In Class” Dealer Benchmark studies.


Results Proven Results Proven Best PracticesBest Practices

Results Proven Results Proven Best PracticesBest Practices

Top 4 Ways to

Close More

Sales to Leads

Received

Dealer Response Attribute Experienced by Customer within 24 hours of Submitting a Web based Inquiry (Lead)

Visit and Join:www.AutomotiveDigitalMarketing.com

Purchase Purchase RespondenResponden

ts* who ts* who DID NOTDID NOT

experience experience the the

attributeattribute

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperience the attributethe attribute

Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute

with with Vehicle Vehicle

PurchasePurchase

#1#1 Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices) 17%17% 27%27% 1111

#2#2 Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer 20%20% 27%27% 99

#3#3 Contact Customer more than once by Contact Customer more than once by Email Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours) 21%21% 25%25% 55

#4#4 Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response 21%21% 24%24% 33

*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data

Marketing research (Q4, 2009) confirms the Best Practices Marketing research (Q4, 2009) confirms the Best Practices collected during “Best In Class” Dealer Benchmark studies.collected during “Best In Class” Dealer Benchmark studies.


Marketing research (Q4, 2009) confirms the Best Practices Marketing research (Q4, 2009) confirms the Best Practices collected during “Best In Class” Dealer Benchmark studies.collected during “Best In Class” Dealer Benchmark studies.



85% of Internet Leads are submitted 85% of Internet Leads are submitted by car buyers who submit ONE request by car buyers who submit ONE request to ONE dealer of that brand*…to ONE dealer of that brand*…

40% of Internet Leads are submitted by 40% of Internet Leads are submitted by people who submit ADDITIONAL requests people who submit ADDITIONAL requests to other dealers of a different brand…to other dealers of a different brand…

On a different make and model vehicleOn a different make and model vehicle.*.*

•*Morpace Research/MSN Auto Dealer Lead Referrals; Lead Data Cross-Referencing Analysis – 88,000+ Leads, 2003

Let’s take a closer look at the factsLet’s take a closer look at the factsLet’s take a closer look at the factsLet’s take a closer look at the facts

RE: The myth that dealers are competing

with other dealers of the same brand when they get an Internet Lead…


The average number of leads submitted The average number of leads submitted by new vehicle by new vehicle buyersbuyers in 2002 was 1.43 in 2002 was 1.43

The average number of leads submitted The average number of leads submitted by new vehicle by new vehicle buyersbuyers in 2003 was 1.36 in 2003 was 1.36

The average number of leads submitted The average number of leads submitted by new vehicle by new vehicle buyersbuyers in 2004 is 1.33 YTD in 2004 is 1.33 YTD

•*Major OEM Data Tracking Research; Lead Data Cross-Referencing Analysis – 1,500,000+ Leads, 2003


RE: The myth of the Internet Shopper submitting leads to dozens of dealers


On a model line basis, OEM supplied On a model line basis, OEM supplied Internet Leads generate a $23 higher gross Internet Leads generate a $23 higher gross profit per unit sold than average PNVRprofit per unit sold than average PNVR

Dealers who compare their Internet Sales Gross Dealers who compare their Internet Sales Gross Profit PVR with the dealership’s aggregate Gross PVR Profit PVR with the dealership’s aggregate Gross PVR get a distorted number because of the difference in get a distorted number because of the difference in model mix of the sales pool being compared. Typical model mix of the sales pool being compared. Typical overall store sales include a higher percentage of High overall store sales include a higher percentage of High Demand models, relative to model mix of Internet SalesDemand models, relative to model mix of Internet Sales

•*Major OEM Data Tracking Research; Lead Data Cross-Referencing Analysis – 2003


RE: The myth that Internet leads generate less profitable sales results


““No Response Syndrome”No Response Syndrome” When customers receive initial email responses from When customers receive initial email responses from

dealers that do not deliver perceived value, they dealers that do not deliver perceived value, they follow their own “Lead Management Process”:follow their own “Lead Management Process”:

1.1. Delete the email messageDelete the email message

2.2. Do not respond by emailDo not respond by email

3.3. Do not answer phone calls from dealership or Do not answer phone calls from dealership or return messages left via answering machinereturn messages left via answering machine

4.4. Future emails from same dealer are deleted Future emails from same dealer are deleted without being opened or responded towithout being opened or responded to

When customers receive initial email responses from When customers receive initial email responses from dealers that do not deliver perceived value, they dealers that do not deliver perceived value, they follow their own “Lead Management Process”:follow their own “Lead Management Process”:

1.1. Delete the email messageDelete the email message

2.2. Do not respond by emailDo not respond by email

3.3. Do not answer phone calls from dealership or Do not answer phone calls from dealership or return messages left via answering machinereturn messages left via answering machine

4.4. Future emails from same dealer are deleted Future emails from same dealer are deleted without being opened or responded towithout being opened or responded to


Offer alternativesOffer alternativesProvide value-added contentProvide value-added content

Be conversational – (“smile”)Be conversational – (“smile”)

Be clear and to the pointBe clear and to the point

Create desireCreate desire

Create sense of urgencyCreate sense of urgency

Give reasons to choose dealershipGive reasons to choose dealership

Ask for appointment - logicallyAsk for appointment - logically

Setup choice closeSetup choice close

Ensure professional contentEnsure professional content

Confirm availabilityConfirm availabilityQuote pricesQuote prices

Setup follow-up callSetup follow-up call

Manage customer expectationsManage customer expectations

The Science of using Email Templates for improved direct contact ratios and sales results

The Science of using Email Templates for improved direct contact ratios and sales results

Offer Product PresentationOffer Product Presentation

Proven Best Proven Best PracticesPractices

Proven Best Proven Best PracticesPractices


5 Lead Management Activities that Drive Lead-to-Closes at 44 times higher rate

1. Direct customer phone contact made by dealer within first 24 hours

2. Consumer received price quote(s) within first 24 hours

3. Dealer confirmed availability of multiple vehicles within first 24 hours

4. Dealers showed genuine interest 5. Customer contacted more than once within

first 24 hours

Source: Morpace 24 hour survey and RDR sales Data

(new study reconfirms close rate impact factors)


Lead Close RateLead Close RateImprovement Action ItemsImprovement Action Items

Courtesy LMP Audits• Survey customers who didn’t purchase

• Review Lead Management Tool for a sampling of previous responses

• Score first personalized responses using the eBusiness Evaluation System


Bottom Line

1. Customer has spent up to 6 hours in researching a vehicle online

2. Selected you as their dealer

3. Requested a quote on a vehicle

They are much likely to buy from you if you…

1. Respond quickly – without fluff and puff

2. Confirm vehicle availability – with alternatives

3. Provide a fair price quote – multiple vehicles

4. Contact them by phone – verify receipt of email



To verify that you have received this message, and because the information above is important and time sensitive, we will contact you by phone ASAP. I would like to verify that you've received ALL THE INFORMATION YOU NEED and answer your questions on a direct and personal basis.

Courtesy Chevrolet’s goal is to provide people shopping for a car or truck with a streamlined and convenient way to make the process easier and more enjoyable than what it has been in the past… Because, that’s the way it should be. Here are a few direct links to some of our web services that are available online:

•Courtesy Chevrolet New Vehicle Inventory•Courtesy Chevrolet Used Vehicle Inventory•Courtesy Chevrolet Online Financial Application•Courtesy Chevrolet Map and Door-to-Door Directions

I am looking forward to making it easy for you to drive a new Chevrolet!

http://www.my-chevrolet.com/






1.1. Automated Email Reply acknowledging Automated Email Reply acknowledging receipt – Verify Customer Contact Info & ask receipt – Verify Customer Contact Info & ask for more for more

2.2. Personalized Email Personalized Email within 20 minuteswithin 20 minutes of of business day that provides price quotes on 4 business day that provides price quotes on 4 vehicles and sets stage for a follow-up vehicles and sets stage for a follow-up telephone call within 30 minutestelephone call within 30 minutes

3.3. Successful Phone Call to customer that Successful Phone Call to customer that establishes a basic level of trust and results establishes a basic level of trust and results in an appointmentin an appointment

4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone

5.5. Instruct customer to check in at reception Instruct customer to check in at reception desk, manager review agenda upon customer desk, manager review agenda upon customer arrival, introduce ISS who sells & delivers the arrival, introduce ISS who sells & delivers the vehicle vehicle

6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for referrals and additional business, to be referrals and additional business, to be routed to ISM who sold carrouted to ISM who sold car

Lead Management PROCESS 101Lead Management PROCESS 101

Wolfe Automotive Group; Kansas City, MOWolfe Automotive Group; Kansas City, MO

WAG Monthly Internet Sales

307

251

282

233

256

278

288

223

235

206217

200

254

164

150

110106

83

42

- 15

10

35

60

85

110

135

160

185

210

235

260

285

310

Sept Oct Nov Dec J an Feb Mar Apr May J une J uly Aug Sep Oct Nov Dec J an Feb Mar

September 2002 - March 2004

DP: Jeff Wolfe DP: Jeff Wolfe IMD: Mark Vickery IMD: Mark Vickery (Consultant:: Ralph Paglia) (Consultant:: Ralph Paglia)

Wolfe Auto Group Wolfe Auto Group Internet Sales Linear Internet Sales Linear Trendline AnalysisTrendline Analysis

Wolfe Auto Group Wolfe Auto Group Internet Sales Linear Internet Sales Linear Trendline AnalysisTrendline Analysis

First 19 months with Paglia LMPFirst 19 months with Paglia LMP


9/13 @ 11:54 AM9/13 @ 11:54 AM


Thank you for your inquiry on the 2003 Honda Accord EX. Below you will find information regarding the vehicle that most closely matches the vehicle you selected, along with other important information for you.You can view our entire inventory online at: www.jaywolfehonda.com

Year-Make Model Invoice MSRP E-Price Stock #

2003 Honda Accord $19,900 $22,060 $20,400 H31155

In addition, here are a few other vehicles we selected, based on your inquiry, that you may want to consider:

Year-Make Model Invoice MSRP E-Price Stock #

2003 Honda Accord $15,407 $16,260 $15,907 available

2003 Honda Accord $17,698 $19,660 $18,195 H32068

2003 Honda Civic $15,094 $16,470 $15,194 H32098

Additionally, the manufacturer may offer special APR’s (interest rates) on select models that are subject to credit approval.

Email Response AnalysisEmail Response Analysis


1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)

2. Establish what is most important to your customer by following the Internet Price-Quote Follow-up word track from Reynolds Consulting

3. Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation

4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location

5. Follow-up with email confirmation of appointment

First Call After Sending Personalized ResponseFirst Call After Sending Personalized ResponsePurpose:

9/13 @ 12:32 PM - 9/13 @ 12:32 PM - Received Call from Charla at Jay Wolfe Honda Received Call from Charla at Jay Wolfe Honda in in LESSLESS than than ONEONE hour after receiving price quotes on 4 cars hour after receiving price quotes on 4 cars

Phone Follow-up AnalysisPhone Follow-up Analysis


The most successful The most successful eBusiness Dealers eBusiness Dealers focus on scheduling an focus on scheduling an appointment by using a appointment by using a form that has a dual form that has a dual purpose of purpose of “Information “Information Gathering Tool”Gathering Tool” and and suggested Phone Script suggested Phone Script during each call… during each call…

Let’s take a closer look at Let’s take a closer look at this tool and how it is used this tool and how it is used by dealers...by dealers...

Phone Follow-up AnalysisPhone Follow-up Analysis

Call MadeCall MadeWithinWithin

15 Minutes15 Minutes(secret sauce)(secret sauce)

Call MadeCall MadeWithinWithin

15 Minutes15 Minutes(secret sauce)(secret sauce)


Telephone ProcessTelephone Process

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy (FUSS):• Focus on having a set of objectives in front of us, each time we make an email follow-up call• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy (FUSS):• Focus on having a set of objectives in front of us, each time we make an email follow-up call• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response


ROI from eBusiness ROI from eBusiness Requires Managed FocusRequires Managed Focus

1. Dedicated People who are held Accountable for measurable results that are tracked

2. Documented Processes that clearly identify the minimum tasks that must be executed

3. Performance Metrics that supply the dealer with execution compliance measurement

4. Coaching & Mentoring from experienced sources of results-based eBusiness knowledge regarding effective processes

1. Dedicated People who are held Accountable for measurable results that are tracked

2. Documented Processes that clearly identify the minimum tasks that must be executed

3. Performance Metrics that supply the dealer with execution compliance measurement

4. Coaching & Mentoring from experienced sources of results-based eBusiness knowledge regarding effective processes


2.2%1.9%

7.3%

30.0%

22.4%

15.3%

9.0%

12.0%

13 orMore

Weeks

9 to 12Weeks

5 to 8Weeks

3 to 4Weeks

1 Day to2 Weeks

1 Day to1 Week

2 Weeks 3 orMore

Weeks

Before Visiting First DealerBefore Visiting First Dealer After Visiting First DealerAfter Visiting First Dealer

89% of Internet Users Go Online Before Visiting a dealership89% of Internet Users Go Online Before Visiting a dealership59% Go Online 3 weeks or more before visiting a dealership59% Go Online 3 weeks or more before visiting a dealership

Based to IUs


Do Dealer web sites generate showroom traffic and phone calls… Do Dealer web sites generate showroom traffic and phone calls… In addition to the Internet leads we’ve come to expect? In addition to the Internet leads we’ve come to expect?

1Based to total respondents2Based to those respondents who pre-contacted dealer by telephone or e-mail. Multiple responses allowed.

79% 21%

All Internet Users (IU) Who Visited Dealer after visiting Dealer or OEM Web Site

YES¹

Pre-Showroom Visit Dealer Contact1

Contact Method2

39%

85%

Email²

Phone²

Dealers May Not Realize the Showroom Visit or Dealers May Not Realize the Showroom Visit or Phone Call Originated from Integrated Marketing…Phone Call Originated from Integrated Marketing…

Direct Showroom Visit1


Web Site Web Site Lead Lead

VolumeVolumeformula

Phone Calls Phone Calls from Dealer from Dealer

Web SiteWeb Siteformula

Showroom Showroom Traffic from Traffic from Dealer Web Dealer Web Site VisitorsSite Visitors

Total TrafficTotal Traffic (Lead+Phone(Lead+Phone+Showroom)+Showroom)

5050 (50/.39)x.85 109109 [(50/.39)/.21]x.79 482482 641641

100100 (100/.39)x.85 218218 [(100/.39)/.21]x.79 964964 1,2821,282

150150 (150/.39)x.85 327327 [(150/.39)/.21]x.79 1,4471,447 1,9241,924

200200 (200/.39)x.85 436436 [(200/.39)/.21]x.79 1,9281,928 2,5642,564

Internet Leads + Phone LeadsInternet Leads + Phone Leads + Showroom Visits+ Showroom Visits = Integrated Marketing= Integrated Marketing

What does this mean?What does this mean?

Internet Leads + Phone LeadsInternet Leads + Phone Leads + Showroom Visits+ Showroom Visits = Integrated Marketing= Integrated Marketing


Vehicle Shopper Behavioral ProfilesVehicle Shopper Behavioral Profiles¹¹

1Profile Index of 100 equates to the industry average

Internet Users(IU)

Non-InternetShoppers (NIS)

Non-InternetUsers (NIU)

Time Investors 137 37 50

Product Experts 113 76 85

Price Sensitive 112 73 91

Dealerphobes 112 89 74

EmpoweredNegotiators

100 96 103


Internet's Impact on Decisions of IUs

49%44% 46%

38% 38%

42%

32%39%

29% 31%

13%

11%

15%

13% 11%

20%

30%

40%

50%

60%

70%

80%

90%

100%

110%

Time Investors Dealerphobes Experts* Price Sensitive* EmpoweredNegotiators*

Psychographic Profiles

% "

Big

Impa

ct"

How much to pay Make/model puch Dealer purch from

Based to IUs* Small sample


Submitting Purchase Requests

26%33%

24%29%

21%

0%

10%

20%

30%

40%

Time Investors Dealerphobes Experts* Price Sensitive* EmpoweredNegotiators*

Psychographic Profiles

% S

ub

mitt

ed P

urc

has

e R

equ

est

Submitted Online Request

33%

26%24 %

29%

21%

Based to All IUs* Small sample


Courtesy ChevroletCourtesy Chevrolet

Lead Management Process (LMP):Automated Reply w/Info Validation & Map

First Email w/Price Quotes on 4 Vehicles

Phone follow-up to verify receipt of email

Email Confirmation when Voicemail is left

Get second email address during phone call

Outbound Follow-up Calls made by BDC

Inbound Sales Calls handled by BDC

Appointment Reception Process

Lead Management Process (LMP):Automated Reply w/Info Validation & Map

First Email w/Price Quotes on 4 Vehicles

Phone follow-up to verify receipt of email

Email Confirmation when Voicemail is left

Get second email address during phone call

Outbound Follow-up Calls made by BDC

Inbound Sales Calls handled by BDC

Appointment Reception Process

Courtesy chevy lead management process v8d

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